IQ Interactive - Atlanta, GA - USA
Entry #2169 100+ Stories

DESCRIPTION: Genworth Financial launched a new advertising campaign and tagline directed primarily to Producers (financial advisors and insurance professionals) via cable TV and print but conceived and written in a consumer relevant manner. Genworth wanted to produce an accompanying online microsite as a way to fulfill brand interest created by the campaign and to address the need for financial products and security in all stages of life. Combined with growing consumer dependence upon the web as the primary source of information on financial services, Genworth believed a highly involving microsite would make a strong brand statement and accelerate Producer and Consumer interest in Genworth products and services.

The primary objective was to turn Producer and Consumer intrigue created by the campaign into brand familiarity and interest with a highly involving interactive microsite that would deepen their knowledge of Genworth products and the company. The primary metric has been typical measures of online engagement and measures of brand awareness, knowledge and relevance.